Social Analytics Boosts American Airlines

•

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Find out how one of the nation’s biggest airlines uses social analytics to re-engage with their customers to propel their customer service and loyalty ratings. Hear Katy Phillips, Social Communications Analyst for American Airlines, explain why American was one of the first major airlines to actively engage customers online. Learn more as she shares how NetBase helped American as a way to respond immediately to customer feedback, to engage customers, and: Accurately and efficiently measure activity to fine-tune customer support processes Increase brand loyalty by bolstering their connection with customers Mitigate negative feedback around travel hassles Monitor and analyze customer support issues Engage in the online conversation to boost customer satisfaction

Marketing

Customer Engagement Takes Off for
American Airlines
For technical help dial 866.229.3239
#netbase #engagement #CX

| Confidential | © 2013 NetBase Solutions. All Rights Reserved Worldwide.2
Today’s Speaker
Katy Phillips
Senior Analyst, Social
Communications
@katyphillips
#netbase #engagement #cx

2013 Social Media Review
6/25/2014Customer Engagement Takes Off for American Airlines
Katy Phillips
@katyphillips

Our Digital Footprint
American Airlines Social Channels
4

Our Team Structure
5
Social Customer Experience
16 team members
Social Customer Engagement
4 team members
Social Analytics
1 team member

A Little History
6
2011 Today
1Q2014
Conversations
~1M mentions (AA+US)
2.8B impressions
24/7
#custserv
Foundation
2012
2013
Conversations
1,483,695
Team Structure
& Growth

Capture Relevant Data
Questions to Ask
• What is the volume of the conversation?
• Where is the conversation happening?
• Who is driving the conversation?
• What are the main themes of the conversation?
• What is the tone of the conversation?
7#netbase #engagement #cx

Share Relevant Data
8
Educating
• Road shows
• Regular reporting
• Presentations
Scaling
• Social Customer Service began with 2 staff in
August 2011
• 17 staff in August 2013
• As team expanded, we added additional hours
Training
• Created a formalized program
• Customer feedback
• Tone of voice and word choice

Tips for Success
Take the Time to Put Structure in Place
• Identify the best tools
• Determine meaningful metrics
• Categorize and track your messaging
• Identify and reward your advocates
• Establish regular reporting
• Talk in the language of the group you are targeting
• Customer Care
• Marketing
• Executives
• Identify actionable data
• Optimize business strategies
12

13
Thank You! Questions?
@katyphillips
www.aa.com/social

| Confidential | © 2013 NetBase Solutions. All Rights Reserved Worldwide.14
Resources www.netbase.com
- http://bit.ly/1jB945y
#netbase #engagement #cx

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Scaling your content production and workflow with AI Learn how to work smarter rather than harder to produce high-quality content at scale with the resources you already have. Make your team faster and more productive by incorporating AI-related tools and methodologies into your workflow. In this master class, you will learn about some of the dominant AI tools for research, content development and copywriting and how to use them to expand your capabilities with little to no investment other than time. The presentation will dispel some myths and provide the key steps to get you up and running with AI incorporated into your marketing workflow, whether for yourself or your clients. Key Takeaways: You will learn about the predominant AI tools, their strengths and weaknesses, where and how to use them in your marketing efforts, related best practices, missteps to avoid, and where and how to add automation to scale your ongoing marketing activities.

Generative AI Content Creation - Andrew Jenkins

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Tucked away in the rare book collection of Yale University’s Beinecke Rare Book & Manuscript Library lies one of the most enigmatic and captivating artifacts known to historians and cryptographers—the Voynich Manuscript. This ancient book, dating back to the 15th century, has baffled scholars, linguists, and codebreakers for centuries with its indecipherable script and mysterious illustrations. The Voynich Manuscript is not merely a relic of the past; it is a riddle waiting to be solved, a portal into a world of unknown knowledge and secrets.

Unlocking the Mystery of the Voynich Manuscript

elizabethella096

Unlock the power of digital marketing and take your business to the next level! This comprehensive presentation covers the fundamentals of digital marketing, including search engine optimization, pay-per-click advertising, social media marketing, email marketing, and content marketing. Learn how to create a digital marketing strategy that drives website traffic, generates leads, and increases brand awareness. Discover the benefits of digital marketing, including cost-effectiveness, measurability, flexibility, and increased reach. Get insights into the latest digital marketing trends and best practices, and learn how to measure and optimize your digital marketing efforts. Whether you're a seasoned marketer or just starting out, this presentation is your ultimate guide to succeeding in the digital landscape. https://www.instagram.com/zoraizahmadd/

Digital-Marketing-Into-by-Zoraiz-Ahmad.pptx

ZACGaming

W.H.Bender Quote 61 -Influential restaurant and food service industry network...

William (Bill) H. Bender, FCSI

Labour Day, observed on the first Monday of September in many countries, is a significant occasion that honors the contributions and achievements of workers. Also known as International Workers’ Day in some regions, this annual celebration serves as a tribute to the resilience, dedication, and accomplishments of the labor force. From its historical roots to its modern-day significance, Labour Day holds deep cultural and social importance that resonates worldwide.

Labour Day Celebrating Workers and Their Contributions.pptx

elizabethella096

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tbatkhuu1

In her talk, Natalia will introduce the absolute essentials of the International SEO Strategy, Process and Execution. Through the 5 essential International SEO tools we will also learn about the international SEO mindset, which is no less important than the toolset itself. From troubleshooting, data analysis, rank tracking and improvement implementation, we will cover the must-haves between the tools, that at the same time, don't break the bank. Without going too far away from Google, we will touch base on tools that are also relevant to Baidu and Yandex SEO tasks. Never done any International SEO before? Perfect! This talk will equip you with actionable steps to go and try the international SEO approach yourself, for the very first time! A seasoned SEO expert who has done International in the past? Make sure your tools and approaches are up to date. As with any SEO area, International SEO is never boring.

Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15

SearchNorwich

Join Raquel Serrano, Senior Web Analyst & CRO at LYNX, as she uncovers the secrets hidden within GA4 reports like Funnel Exploration, Path Exploration, and User Explorer to uncover bottlenecks and opportunities in user journeys, particularly for non-e-commerce websites. Discover Where Users Encounter Hurdles: Learn how to leverage GA4 to pinpoint where users face challenges on your website, such as during sign-ups or form submissions. Gain insights to enhance these areas and streamline the user experience. Identify Optimal Paths: Utilize GA4 to analyze user pathways on your site, distinguishing effective routes from less successful ones. Enhance successful paths and optimize or eliminate ineffective ones for improved user engagement.

Uncover Insightful User Journey Secrets Using GA4 Reports

VWO

Social Analytics Boosts American Airlines

1. Customer Engagement Takes Off for American Airlines For technical help dial 866.229.3239 #netbase #engagement #CX

3. 2013 Social Media Review 6/25/2014Customer Engagement Takes Off for American Airlines Katy Phillips @katyphillips

4. Our Digital Footprint American Airlines Social Channels 4

5. Our Team Structure 5 Social Customer Experience 16 team members Social Customer Engagement 4 team members Social Analytics 1 team member

6. A Little History 6 2011 Today 1Q2014 Conversations ~1M mentions (AA+US) 2.8B impressions 24/7 #custserv Foundation 2012 2013 Conversations 1,483,695 Team Structure & Growth

7. Capture Relevant Data Questions to Ask • What is the volume of the conversation? • Where is the conversation happening? • Who is driving the conversation? • What are the main themes of the conversation? • What is the tone of the conversation? 7#netbase #engagement #cx

8. Share Relevant Data 8 Educating • Road shows • Regular reporting • Presentations Scaling • Social Customer Service began with 2 staff in August 2011 • 17 staff in August 2013 • As team expanded, we added additional hours Training • Created a formalized program • Customer feedback • Tone of voice and word choice

9. Engagement Examples 96/25/2014

10. Brand Ambassadors: Valenvines 106/4/2014

11. @JayLavendar 116/25/2014

12. Tips for Success Take the Time to Put Structure in Place • Identify the best tools • Determine meaningful metrics • Categorize and track your messaging • Identify and reward your advocates • Establish regular reporting • Talk in the language of the group you are targeting • Customer Care • Marketing • Executives • Identify actionable data • Optimize business strategies 12

13. 13 Thank You! Questions? @katyphillips www.aa.com/social

Social Analytics Boosts American Airlines

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